Audience-Measurement-and-Broadcasting-Industry-Trends ...

AUDIENCE MEASUREMENT AND INDUSTRY TRENDS REPORT FOR

Q1 2019-2020

OF 66

CONTENTS BACKGROUND ............................................................................................................................2

METHODOLOGY ........................................................................................................................2 NATIONAL INCIDENCE OF ACCESS TO MEDIA ...............................................................4

AUDIENCE DEMOGRAPHICS FOR FREE-TO-AIR AND PAY TV RADIO AND TELEVISION DATA. ........................................................................................................... ..5-16 MEDIA CONSUMPTION HABITS BY PRIME TIME AND OTHER TIME SEGMENTS………………………………………………………………………………....17-24

RADIO LISTENERSHIP BY TOPOGRAPHIES (REGIONS) ............................... 25-49

OVERALL ALLOCATION BY INDUSTRIES ................................................................. 50-51 ALLOCATIONS BY MEDIUM ....................................................................................... …51-52

TELEVISION – DETAILS ............................................................................................... …52-56 RADIO – DETAILS ........................................................................................................... …57-61

PROGRAM CATEGORIZATION ........................................................................................…62

BACKGROUND

In Kenya, broadcasting which is mainly done using Radio and TV is a medium for entertainment, information and education. Both Radio and Television outlets are accessible to nearly all of the people of Kenya, and are a powerful medium for influencing culture, beliefs and values as well as a tool for economic growth and development.

In view of the above, the Communications Authority of Kenya (CA), in fulfilment of its mandate in regard to administering the broadcasting content aspects of the ICT law, carries out monitoring of television and Radio broadcasters’ programmes in order to assess the level of broadcasters’ compliance with the regulatory requirements.

This monitoring provides insight into appropriateness of content aired as well as compliance with the requirements on: 40% Local content quota; PWDs accessibility mechanisms provisions; Advertisements requirements (10 minutes in every 30 minutes of programming, 40% local advertisement requirements; and the requirement to provide 5hrs per week of children’s programs during the watershed period.

In this regard, CA contracted the Kenya Audience Research Foundation (KARF) to provide Quarterly Audience measurement and Industry Trends Data for the fiscal years 2019/2020 and 2020/2021. Detailed here below is the data received for Quarter 1 (July-September 2019).

METHODOLOGY

(a). AUDIENCE MEASUREMENT (KARF TRACKING SURVEY)

1. Fixed panel Target: 3000 daily sample nationally aged 15+ years

2. Single Data Sourcing for TV, Radio, Print (Newspaper & Magazine) and Online data

3. Sampling frame is based on KARF Establishment Survey 2015(Using KNBS, NASSEP V)

4. Face to Face recruitment of panelists to verify LSM’s and training on the process

5. CATI- (Computer Aided Telephonic Interviews)

6. Key Analysis Variables - Age, gender, LSM, topography, rural/urban

7. Survey Period: Daily data collection, reported Monthly

8. Time Segment: 30 minutes blocks for Television & Radio, daily readership for print and daily Internet usage habits.

The Research Covers Quantitative research and NOT Qualitative

OF 66

(b). MEDIA MONITORING (REELFORGE) Reelforge has specialized in media monitoring services since 2008. Over the years, we have developed a world-class process for tagging and analyzing all advertising across multiple stations in the region. We believe passionately that the work we do impacts brands across the region especially since we focus on providing you with analysis you can use to drive your brand’s growth. Our Ad monitoring methodology is as below; Stage 1 –Data capture: Reelforge has specialized recording servers in various locations across the country. At each location, the recording servers are connected to TV and radio antennas. This allows them to capture all the stations within that region. For example, in Mombasa we capture over eight fm stations from the coast region. All the servers in each of the locations are networked (wide-area network). Reelforge has collaborated with one of Kenya’s largest internet backbone providers. This interconnectivity allows us to capture and monitor all the TV and FM stations in real-time. Stage two –Storage: All recordings from all over the country are then stored on our central storage servers located in Nairobi. Reelforge has a policy of keeping all recordings; we have broadcast recordings of all stations in Kenya going back to 2009. STAGE 3 –DETECTION STAGE: Reelforge uses two methods of detecting ads. The first method is the auto-detection of pre-recorded ads. Reelforge has analysts who inputs new ads into our auto-detection servers. The software then produces a digital fingerprint of the ad. Once this is done, the servers automatically detect that ad every time it is aired on any station countrywide. The second method is manual entry. Reelforge has employed media analysts who monitor all the stations and input presenter mentions. It is not possible to auto-detect these mentions and so this is a manual process. However, the analysts input the mentions onto very advanced software. This allows our clients to be able to listen and view all ads directly from their computers.

AD Monitoring Services Stage 4 –Analysis Stage: once both automated and manual ads are inserted into our database, our specialized analysis servers crunch all that data then pass it onto our client website. There are over 10,000 ads and dimensions logged into our database every day. We have therefore developed software that looks at that data and presents the relevant data to our various clients dynamically.

Stage 4 –Ad Values:

Reelforge has procured advertising rate cards from all stations that we monitor. Once both manual and auto-detected Ads are uploaded on our portal, the system automatically assigns the advertising value of that Ad given that relevant parameters such as station, time and length of the Ad will already have been put in the detection stage.

Stage 6 –Quality Control:

Reelforge has a full Quality Control department whose function is to manage the daily reconciliation process. The department is responsible for managing this system and ensuring all client/ Media house queries are adequately catered to

Stage 7 –Client website:

Reelforge has the most advanced media-monitoring website in the region. Our model is different from other monitors. We allow our clients to generate their own reports as and when needed. Clients can generate proof-of-flight (brand) reports, industry competitor reports

OF 66

NATIONAL INCIDENCE OF ACCESS TO MEDIA

Chart 1: Average daily incidence of Radio listenership is the highest across the month, with a decline in August and September. The decline is also noticed on all other media channels. This could be attributed to the absence of trending political news or sports during the period. In the month of July there was AFCON.

63.9%

48.6%

8.7%

28.5%

60.5%

42.8%

8.2%

24.3%

56.2%

41.7%

6.4%

22.8%

RadioIncidence TelevisionIncidence NewspaperIncidence onlineIncidence

July'19 Aug'19 Sept'19

N=19.0: Past 7 days media Consumers as per Establishment Survey 2015

AUDIENCE DEMOGRAPHICS FOR FREE-TO-AIR AND PAY TV RADIO AND TELEVISION DATA.

Chart 2: Free to Air channels remains high at over at over 90%, this is a clear indication that Kenyans acquired the set top box to watch the Free to Air channels.

95.0%

5.0%

94.0%

6.0%

95.0%

5.1%

Free-to-Air Pay TV


N=7.5M: Average Daily TV Viewers in September 2019

OF 66

THE CURRENT AUDIENCE DEMOGRAPHICS FOR FREE TO AIR AND PAY TV STATTIONS

Chart 3:Free to Air channels viewership is higher in the rural areas but not significantly, while Pay TV is higher in the urban with the similar margin.

96%

4%

93%

7%

Free-to-Air PayTV

Rural Urban

Chart 4:Among the different age segments of the media consumers, Free to Air channels viewership dominate all, Pay TV is slightly higher in the age brackets 25-44, this is the segment that watch mainly sports on Super sport.

98%

93% 94%96% 96%

2%

7% 6%4% 4%

15to17 18to24 25to34 35to44 45+

Free-to-Air PayTV

OF 66

Chart 5:Male TV viewers are higher in slightly higher on the Pay TV, this again is due to sports on the Super sport.

93%

7%

97%

3%

Free-to-Air PayTV

Male Female

Chart 6: LSM 8-11 and LSM 12+ watch more of Pay TV than the rest of lower LSM levels.

94%98% 97%

92%

83%

6%2% 3%

8%

17%

LSM1to2 LSM3to4 LSM5to7 LSM8to11 LSM12+

Free-to-Air PayTV

OF 66

Chart 7:Nairobi and North Western topographies watch more of Pay TV compared to the rest of the topos, North Western could be attributed to the weak signals of the Free to Air channels. While Nairobi is driven by sports.

91.0%

96.1% 92.3%

95.1% 95.7% 93.5%

96.4% 98.7% 99.7%

96.6%

88.6%

9.0%

3.9%7.7%

4.9% 4.3%6.6%

3.6%1.3% 0.3%

3.4%

11.4%

Nairobi Central Rift Western South Nyanza

Lake Lower Eastern

Coast Upper Eastern

North Eastern

North Western

Free-to-Air Pay TV

Free-To-Air stations Viewership

Chart 8:Citizen TV, KTN News and KTN Home are ranked as the most popular top three Free-to-Air stations across the 3 months. KBC TV declined by 8% in September after the AFCON tournament.

0.6%

0.8%

1.0%

0.7%

1.7%

2.1%

2.8%

4.0%

12.2%

7.3%

10.0%

10.2%

10.3%

11.0%

39.0%

0.8%

0.6%

0.7%

0.7%

1.4%

3.8%

2.8%

3.5%

4.4%

7.4%

12.0%

9.9%

10.3%

11.9%

43.1%

0.6%

0.6%

1.0%

1.0%

1.3%

2.3%

2.3%

2.7%

3.1%

7.8%

10.9%

11.5%

11.9%

12.1%

43.3%

Lolwe TV/LTN

Raia TV

Nyota TV

MT Kenya TV

Gikuyu TV

Switch TV

Kameme TV

Ebru TV

KBC TV

K24 TV

Inooro TV

NTV

KTN Home

KTN News

Citizen TV

Sept'19 Aug'19 July'19

OF 66

Chart 9: Sports mainly football, drama and International News seem to be the key drivers of PAY TV channels. This evident as Super sport channels, Al Jazeera and Zee world are the most watched channels.

2.0%

3.5%

2.6%

1.5%

1.9%

7.1%

2.8%

3.2%

2.2%

2.0%

3.8%

4.0%

7.4%

14.6%

5.4%

12.2%

0.5%

0.2%

1.2%

1.1%

1.7%

1.8%

1.7%

2.2%

0.1%

4.3%

3.0%

3.2%

9.8%

20.3%

6.9%

15.1%

0.0%

0.0%

0.2%

1.8%

2.2%

2.2%

2.4%

2.4%

3.0%

3.3%

4.8%

6.5%

7.4%

9.2%

10.3%

23.5%

Afro Pop Music

e TV Africa

Big Brother Naija

Maisha Magic Bongo

Border TV

SuperSport 7

Kwese Free Sports/KFS

AMC (African Movie Channel)_Bamba

SuperSport 4

Nat Geo Wild

Supersport 9

AfricaMagic Epic

Maisha Magic East

Zee World TV

Al Jazeera

SuperSport 3


Pay TV – Channels Viewership

N=PayTVViewers400,533

Chart 9: TV is an evening media channel, picks as from 1800hrs – 2200hrs in the evening. Just as the reach, Citizen TV is rated higher than the rest of the stations.

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

00:

00:0

0 - 0

0:30

:00

00:

30:0

0 - 0

0:59

:59

00:

59:5

9 - 0

1:30

:00

01:

30:0

0 - 0

2:00

:00

02:

00:0

0 - 0

2:29

:59

02:

29:5

9 - 0

3:00

:00

03:

00:0

0 - 0

3:30

:00

03:

30:0

0 - 0

3:59

:59

03:

59:5

9 - 0

4:30

:00

04:

30:0

0 - 0

5:00

:00

05:

00:0

0 - 0

5:29

:59

05:

29:5

9 - 0

6:00

:00

06:

00:0

0 - 0

6:30

:00

06:

30:0

0 - 0

6:59

:59

06:

59:5

9 - 0

7:30

:00

07:

30:0

0 - 0

8:00

:00

08:

00:0

0 - 0

8:29

:59

08:

29:5

9 - 0

9:00

:00

09

:00:

00 -

09:3

0:00

09:3

0:00

- 09

:59:

59

09

:59:

59 -

10:3

0:00

10:3

0:00

- 11

:00:

00

11

:00:

00 -

11:2

9:59

11:2

9:59

- 12

:00:

00

12

:00:

00 -

12:3

0:00

12:3

0:00

- 12

:59:

59

12

:59:

59 -

13:3

0:00

13:3

0:00

- 14

:00:

00

14:

00:0

0 - 1

4:29

:59

14

:29:

59 -

15:0

0:00

15:0

0:00

- 15

:30:

00

15

:30:

00 -

15:5

9:59

15:

59:5

9 - 1

6:30

:00

16

:30:

00 -

17:0

0:00

17:0

0:00

- 17

:29:

59

17

:29:

59 -

18:0

0:00

18:

00:0

0 - 1

8:30

:00

1

8:30

:00

- 18:

59:5

9

18:

59:5

9 - 1

9:30

:00

1

9:30

:00

- 20:

00:0

0

20:

00:0

0 - 2

0:29

:59

2

0:29

:59

- 21:

00:0

0

21:

00:0

0 - 2

1:30

:00

2

1:30

:00

- 21:

59:5

9

21:

59:5

9 - 2

2:30

:00

2

2:30

:00

- 23:

00:0

0

23:

00:0

0 - 2

3:29

:59

2

3:29

:59

- 00:

00:0

0

Citizen TV KTN Home Inooro TV KTN News NTV

K24 TV Ebru TV KBC TV Kameme TV Switch TV

N=7.5M: Average Daily TV Viewers in September 2019

OF 66

Chart 10: Nat Geo Wild and Zee World, are rated higher on the morning hours 8am – 1400hrs. Super sport channels pick during the afternoon (1500hrs – 1000hrs) when EPL is being aired, Al Jazeera also has a spike in the evening for international News.

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

SuperSport 3 Zee World TV Al Jazeera TV AfricaMagic Epic

Supersport 9 Maisha Magic East Nat Geo Wild SuperSport 4

Easter TV SuperSport 7

Share of Free-To-Air TV Channels (July – September 2019)

N=7.5M: Average Daily TV Viewers in September 2019 Chart 11: Similarly, as the reach, Citizen TV tops in the share of Free to Air channels, gaining from KBC TV in August and September after gaining from the AFCON broadcast

12.7%

1.5%

13.1%

2.1%

3.6%

4.7%

7.0%

7.9%

8.8%

8.5%

30.3%

7.0%

2.6%

3.2%

2.5%

3.7%

5.6%

7.5%

9.4%

12.0%

8.7%

38.2%

7.0%

1.6%

2.3%

2.3%

3.2%

5.2%

8.7%

9.5%

10.6%

10.7%

38.6%

Others

Switch TV

KBC TV

Kameme TV

Ebru TV

K24 TV

NTV

KTN News

Inooro TV

KTN Home

Citizen TV


OF 66

Share of Pay TV Channels (July – September 2019)

Chart 12:

39.0%

6.3%

1.0%

1.2%

1.0%

4.0%

2.4%

3.5%

3.0%

13.0%

10.5%

31.5%

1.5%

1.8%

0.1%

2.6%

9.2%

2.2%

3.0%

5.1%

9.0%

15.1%

29.7%

1.7%

1.8%

1.9%

2.7%

3.1%

5.0%

5.6%

7.3%

8.8%

16.0%

Others

SuperSport 7

Easter TV

SuperSport 4

Nat Geo Wild

Maisha Magic East

Supersport 9

AfricaMagic Epic

Al Jazeera TV

Zee World TV

SuperSport 3


MEDIA CONSUMPTION HABITS BY PRIME TIME AND OTHER TIME SEGMENTS

N=7.5M: Average Daily TV Viewers in September 2019 Chart 13:TV Viewership is predominantly during prime time (1800hrs – 2200hrs), its ranked at averagely over 80% across the 3 months as compared to the rest of the time segments, this is because TV requires active visual participation which is not possible as consumers engage in other activities during the day.

89.0%

36.5%

88.1%

34.8%

87.5%

31.5%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

PrimeTime Otherprogrammingtimeblocks


OF 66

N=7.5M: Average Daily TV Viewers in September 2019 Chart 14: There is no major difference in terms of consumption during prime time among rural and urban consumers.

86.9%

31.2%

88.3%

31.9%

Prime Time Other programming time blocks

Setting

Rural Urban

N=7.5M: Average Daily TV Viewers in September 2019 Chart 15: The older segment of 45+ seems to be watching TV during other programming time segments than the others age segments.

85.2% 85.4% 88.8%

86.5% 88.6%

31.6% 31.5% 29.7%

27.4%

36.8%

15 to 17 18 to 24 25 to 34 35 to 44 45+

Age


OF 66

N=7.5M: Average Daily TV Viewers in September 2019 Chart 16:

86.0%

34.8%

89.2%

27.8%


Gender

Male Female

N=7.5M: Average Daily TV Viewers in September 2019 Chart 17: LSM 12+ watch TV during other programming time segments than the lower LSM levels.

88.7% 87.6% 86.6% 89.3%

81.8%

27.1%

33.3% 30.8% 30.4%

41.8%

LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+

LSM


OF 66

Chart 18

0.8%

1.4%

1.0%

0.7%

0.6%

2.7%

2.3%

4.1%

11.6%

7.4%

9.8%

10.8%

10.3%

10.7%

39.1%

0.6%

1.0%

0.6%

0.6%

0.8%

2.6%

3.8%

3.6%

3.9%

7.5%

11.7%

11.5%

11.0%

11.6%

43.8%

0.5%

0.8%

0.8%

1.0%

1.2%

2.2%

2.3%

2.8%

2.8%

7.6%

10.7%

11.9%

11.9%

12.4%

43.5%

RaiaTV

GikuyuTV

NyotaTV

MT.Kenya

SuperSport3

KamemeTV

SwitchTV

EbruTV

KBC

K-24

InooroTV

KTNNews

NTV

KTNHome

CitizenTV


N=Prime Time Viewers6,944,360

Prime Time Stations viewership

Chart 19

1.9%

19.7%

2.6%

4.0%

4.1%

4.8%

5.5%

8.6%

8.5%

9.5%

11.0%

34.9%

3.5%

4.3%

2.7%

2.8%

5.8%

5.1%

6.6%

11.0%

10.7%

11.7%

11.4%

41.8%

1.3%

2.6%

2.8%

3.1%

3.4%

5.2%

6.8%

8.9%

9.3%

12.9%

14.1%

38.0%

ZeeWorldTV

KBC

KamemeTV

GikuyuTV

SwitchTV

EbruTV

K-24

KTNHome

NTV

InooroTV

KTNNews

CitizenTV


N=Other Programing time blocks Viewers 2,499,993

Otherprogrammingtimeblocksstationsviewership

OF 66

N=7.5M: Average Daily TV Viewers in September 2019 Chart 20

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

18:00:00 - 18:30:00

18:30:00 - 18:59:59

18:59:59 - 19:30:00

19:30:00 - 20:00:00

20:00:00 - 20:29:59

20:29:59 - 21:00:00

21:00:00 - 21:30:00

21:30:00 - 21:59:59

21:59:59 - 22:30:00

Citizen TV KTN Home Inooro TV KTN News NTV

K24 TV Ebru TV KBC TV Kameme TV Switch TV

Chart 21

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

00:

00:0

0 - 0

0:30

:00

00:

30:0

0 - 0

0:59

:59

00:

59:5

9 - 0

1:30

:00

01:

30:0

0 - 0

2:00

:00

02:

00:0

0 - 0

2:29

:59

02:

29:5

9 - 0

3:00

:00

03:

00:0

0 - 0

3:30

:00

03:

30:0

0 - 0

3:59

:59

03:

59:5

9 - 0

4:30

:00

04:

30:0

0 - 0

5:00

:00

05:

00:0

0 - 0

5:29

:59

05:

29:5

9 - 0

6:00

:00

06:

00:0

0 - 0

6:30

:00

06:

30:0

0 - 0

6:59

:59

06:

59:5

9 - 0

7:30

:00

07:

30:0

0 - 0

8:00

:00

08:

00:0

0 - 0

8:29

:59

08:

29:5

9 - 0

9:00

:00

09

:00:

00 -

09:3

0:00

09:3

0:00

- 09

:59:

59

09

:59:

59 -

10:3

0:00

10:3

0:00

- 11

:00:

00

11

:00:

00 -

11:2

9:59

11:2

9:59

- 12

:00:

00

12

:00:

00 -

12:3

0:00

12:3

0:00

- 12

:59:

59

12

:59:

59 -

13:3

0:00

13:3

0:00

- 14

:00:

00

14:

00:0

0 - 1

4:29

:59

14

:29:

59 -

15:0

0:00

15:0

0:00

- 15

:30:

00

15

:30:

00 -

15:5

9:59

15:

59:5

9 - 1

6:30

:00

16

:30:

00 -

17:0

0:00

17:0

0:00

- 17

:29:

59

17

:29:

59 -

18:0

0:00

21:

59:5

9 - 2

2:30

:00

2

2:30

:00

- 23:

00:0

0

23:

00:0

0 - 2

3:29

:59

2

3:29

:59

- 00:

00:0

0

Citizen TV Inooro TV KTN News KTN Home NTV

Ebru TV K24 TV Kameme TV SuperSport 3 Gikuyu TV

N=Other Programing time blocks Viewers2,499,993

OF 66

RADIO LISTENERSHIP SECTION Radio Listenership - National

Chart 22

1.5%

1.6%

1.6%

1.7%

2.6%

2.9%

2.9%

3.3%

4.5%

5.8%

6.5%

12.1%

Egesa FM

Kass FM

Classic FM

Musyi FM

Radio Taifa

Milele FM

Ramogi FM

Kameme Radio

Inooro FM

Radio Maisha

Jambo FM

Citizen Radio

Radio Listenership by topographies (Regions) - Nairobi

Chart 23

1.5%

1.6%

1.6%

1.6%

2.4%

3.0%

3.5%

4.1%

5.2%

12.0%

13.2%

Egesa FM

Milele FM

Classic FM

Radio Taifa

Inooro FM

Ramogi FM

Radio Maisha

Kameme Radio

Ghetto Radio

Citizen Radio

Jambo FM

OF 66

Radio Listenership by topographies (Regions) –Central -(Nyandarua, Nyeri, Kirinyaga, Muranga’, Kiambu, Embu, Laikipia, Nakuru and Kajiado)

Chart 24

0.8%

0.8%

1.0%

1.0%

1.2%

1.9%

2.1%

2.5%

2.6%

3.6%

3.8%

6.5%

10.4%

15.1%

Kigooco FM

Meru FM

Kiss FM

Milele FM

Radio Taifa

Gukena FM

Coro FM

Classic FM

Wimwaro FM

Radio Maisha

Jambo FM

Citizen Radio

Kameme Radio

Inooro FM

Radio Listenership by topographies (Regions) - Rift - (Baringo, Uashin Gishu, Elgeyo Marakwet, Nandi, Narok, Kericho and Bomet)

Chart 25

1.3%

1.3%

2.1%

2.7%

3.4%

3.7%

3.8%

4.9%

6.2%

7.1%

9.9%

14.1%

Taach FM

Classic FM

Milele FM

Touch FM

Jambo FM

Radio Taifa

Mayian FM

Emoo FM

Chamgei FM

Radio Maisha

Kass FM

Citizen Radio

OF 66

Radio Listenership by topographies (Regions) - Western - (West Pokot, Trans Nzoia, Kakamega, Bungoma, Vihiga and Busia)

Chart 26

1.5%

1.8%

1.9%

1.9%

2.1%

2.4%

3.0%

4.5%

8.5%

9.0%

13.3%

20.9%

Radio Mambo

West FM

Qwetu Radio (Kwetu)

Radio Ingo

Sulwe FM

Radio Taifa

Mulembe FM

Nyota FM

Radio Maisha

Milele FM

Jambo FM

Citizen Radio

Radio Listenership by topographies (Regions) – South Nyanza - (Kisii and Nyamira)

Chart 27

0.2%

0.2%

0.2%

0.3%

0.9%

1.9%

2.1%

4.6%

4.8%

5.4%

7.9%

14.5%

15.0%

30.6%

Tarumbeta Radio

Voice of Victory FM

Qwetu Radio (Kwetu)

KBC English Radio

Sayare Radio

Kisima Radio

Kisii FM

Milele FM

Radio Minto

Jambo FM

Radio Taifa

Citizen Radio

Radio Maisha

Egesa FM

OF 66

Radio Listenership by topographies (Regions) – Lake- (Kisumu, Siaya, Homa-Bay and Migori)

Chart 28

0.7%

0.8%

0.9%

1.0%

1.2%

1.8%

2.5%

3.5%

5.7%

6.6%

6.7%

8.8%

10.8%

23.3%

Hope FM

Classic FM

Jesus is Lord Radio

Dala FM

Milele FM

Radio Lake Victoria/Osienala

Tarumbeta Radio

Radio Taifa

Radio Maisha

Mayienga FM

Citizen Radio

Jambo FM

Nam Lolwe FM

Ramogi FM

Radio Listenership by topographies (Regions) – Coast- (Mombasa, Kilifi ,Kwale, Tana River, Lamu and Taita Taveta)

Chart 29

0.8%

1.1%

1.2%

1.4%

1.5%

1.6%

1.7%

1.7%

2.6%

2.6%

3.9%

4.0%

5.2%

9.4%

24.7%

Msenangu FM

Baraka FM

Bahari FM

Anguo FM

Pwani FM

Musyi FM

Ramogi FM

Tana FM

Classic FM

Radio Taifa

Jambo FM

Milele FM

Radio Maisha

Kaya FM

Citizen Radio

OF 66

Radio Listenership by topographies (Regions) – Lower Eastern- (Kitui, Machakos and Makueni)

Chart 30

0.5%

0.9%

1.3%

1.6%

1.6%

1.7%

2.2%

2.4%

3.9%

4.4%

5.7%

10.9%

11.3%

17.3%

Mwatu FM

Inooro FM

Radio Taifa

Radio Maisha

Ene FM

Biblia Husema/BBH Radio

Kigooco FM

Milele FM

Jambo FM

County FM

Mbaitu FM

Athiani FM

Citizen Radio

Musyi FM

Radio Listenership by topographies (Regions) – Upper Eastern- (Meru, Isiolo and Tharaka)

Chart 31

1.5%

1.5%

1.6%

1.9%

2.5%

3.4%

3.6%

5.1%

5.8%

10.3%

10.7%

11.6%

TulizaFM

KamemeRadio

MileleFM

ThiiriFM

MwagoFM

RadioTaifa

RadioMaisha

InooroFM

JamboFM

CitizenRadio

MuugaFM

MeruFM

OF 66

Radio stations Listenership by Time blocks

Chart 32: As opposed to Television which is an evening media channel, radio prime time is mostly listened to during the morning hours and thus makes morning shows very competitive, other time segments listenership is higher, this is because you can listen to the radio while working or doing any other activities.

70.3%

26.5%

53.6%

Prime Time(Morning - 6am - 10am) Prime Time(Evening) - 3pm - 8pm) Other programming time blocks

Chart 33: The morning prime time segment is consistent at 70% across the 3 months.

69.8%

27.3%

54.4%

70.4%

26.8%

53.5%

70.7%

25.1%

52.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Prime Time(Morning - 6am - 10am) Prime Time(Morning - 3pm - 8pm) Other programming time blocks

Jul-19 Aug-19 Sep-19

N=34.3M:Average Daily Radio Listeners in July - September 2019

OF 66

Demographics of prime-time vs other programming time radio listeners

Chart 34: The morning prime time segment is the same in urban and rural, other programming time segments is higher in rural areas than in urban.

69.6%

27.7%

55.0%

71.4%

24.5%

51.3%


Rural Urban

Chart 35: Female radio listeners are in the morning in the morning prime time and other programing time segments, males are in the evening prime time.

69.2%

27.0%

52.1%

71.5%

25.9%

55.3%

Prime Time(Morning - 6am - 10am)

Prime Time(Morning - 3pm - 8pm)

Other programming time blocks

Male

Female

OF 66

Chart 36

73.3%

26.2%

58.2%

63.3%

28.2%

53.7%

71.6%

23.1%

51.9%

70.1%

28.9%

52.6%

72.1%

26.9%

55.0%


15 to 17 18 to 24 25 to 34 35 to 44 45+

Chart 37

69.8%

27.7%

54.9%

70.3%

26.9%

52.1%

70.4%

26.7%

55.7%

71.5%

22.9%

53.3%

68.0%

25.4%

49.6%


LSM 1 to 2 LSM 3 to 4 LSM 5 to 7 LSM 8 to 11 LSM 12+

OF 66

Stations listenership by prime time vs other programming time .

Chart 38

1.4%

1.6%

1.6%

2.5%

2.6%

2.9%

3.1%

4.7%

4.9%

5.4%

6.1%

7.8%

9.6%

12.5%

20.7%

2.8%

1.2%

2.8%

2.1%

3.6%

3.3%

1.6%

3.9%

4.2%

5.7%

5.3%

6.9%

10.0%

9.5%

24.7%

1.8%

1.4%

1.9%

3.0%

3.4%

2.8%

1.8%

4.8%

5.7%

6.3%

4.5%

7.5%

9.9%

9.6%

21.3%

Nam Lolwe FM

Chamgei FM

Athiani FM

Kass FM

Egesa FM

Musyi FM

Classic FM

Radio Taifa

Milele FM

Ramogi FM

Kameme Radio

Inooro FM

Radio Maisha

Jambo FM

Citizen Radio

Otherprogrammingtimeblocks

PrimeTime(Morning-3pm-8pm)

PrimeTime(Morning-6am-10am)

Morning Prime Time stations rating. (600hrs – 1000hrs)

Chart 39: Citizen Radio is the most listened to during the morning shows, followed closely by Radio Jambo, which picks from 800am.

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

06:00:00-06:30:00

06:30:00-06:59:59

06:59:59-07:30:00

07:30:00-08:00:00

08:00:00-08:29:59

08:29:59-09:00:00

09:00:00-09:30:00

09:30:00-09:59:59

09:59:59-10:30:00

CitizenRadio JamboFM RadioMaisha InooroFM

KamemeRadio RamogiFM MileleFM RadioTaifa

MusyiFM EgesaFM

OF 66

Evening Prime Time stations rating. (1500hrs – 22200hrs)

Chart 40: Citizen Radio is still rated high in the evening shows, Radio Maisha overtakes Radio Jambo .

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

15:00:00-15:30:00

15:30:00-15:59:59

15:59:59-16:30:00

16:30:00-17:00:00

17:00:00-17:29:59

17:29:59-18:00:00

18:00:00-18:30:00

18:30:00-18:59:59

18:59:59-19:30:00

19:30:00-20:00:00

CitizenRadio RadioMaisha JamboFM InooroFM

KamemeRadio RamogiFM GhettoRadio EgesaFM

MileleFM MusyiFM

Other programming time segments - stations rating . None Prime(Midnight – 5am,1100am – 1400hrs and 2000hrs – Midnight)

Chart 41: Citizen Radio leads in other times segments, Radio Jambo and Maisha alternates at certain times of the day.

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

CitizenRadio JamboFM RadioMaisha InooroFM RamogiFM

MileleFM KamemeRadio EgesaFM RadioTaifa MusyiFM

OF 66

Share of listenership

Chart 42

1.6%

2.2%

1.7%

1.5%

1.7%

2.0%

2.7%

2.7%

3.3%

5.1%

4.3%

4.1%

7.8%

6.8%

9.2%

18.0%

1.6%

2.5%

1.7%

1.6%

1.6%

1.8%

3.0%

2.5%

3.4%

5.2%

4.5%

3.8%

7.5%

6.4%

9.5%

18.3%

1.4%

1.5%

1.5%

1.6%

2.0%

2.1%

2.1%

2.7%

3.1%

4.3%

4.5%

4.6%

7.6%

7.8%

9.1%

18.6%

MayianFM

ClassicFM

WimwaroFM

AthianiFM

KassFM

GhettoRadio

EgesaFM

MusyiFM

RadioTaifa

KamemeRadio

RamogiFM

MileleFM

RadioMaisha

InooroFM

JamboFM

CitizenRadio


Listenership of Commercial Vs Community Stations

Chart 43: Radio stations ownership is Commercial at 93.7; Community stations are yet to penetrate the market trailing at 0.7%.

CommunityRadio,0.7%

CommercialRadio,93.7%

Foreign/NotClassified,5.7%

OF 66

Listenership of Community Stations

Chart 44 : Ghetto FM tops in the ranking of Community Radio Stations.

0.6%

1.5%

1.9%

1.9%

4.5%

5.5%

11.2%

14.8%

19.9%

38.3%

0.0%

5.3%

0.0%

0.0%

0.0%

0.0%

8.3%

19.8%

30.9%

35.7%

0.0%

0.0%

3.7%

5.1%

12.1%

0.0%

13.7%

2.4%

17.5%

45.5%

1.6%

0.0%

1.5%

0.0%

0.0%

15.7%

10.7%

24.1%

13.7%

32.7%

Mikai FM

Light & Life FM

Bikapkoret (BK) FM

Onagi FM

Wajir Community Radio

Milambo FM

Radio Maria

Tana FM

Pamoja FM Radio

Ghetto FM

Sept'19 Aug'19 July'19 Total

Listenership of Commercial Stations

Chart 45

3.1%

3.3%

3.8%

5.0%

6.4%

7.0%

8.4%

10.7%

11.1%

23.8%

3.2%

3.3%

3.7%

6.1%

6.0%

6.8%

8.3%

10.7%

11.5%

23.4%

3.1%

3.1%

4.4%

5.2%

5.6%

7.3%

7.9%

10.4%

11.2%

24.7%

3.2%

3.5%

3.2%

3.7%

7.7%

7.1%

9.0%

11.1%

10.5%

23.2%

Musyi FM

Kass FM

Egesa FM

Kameme Radio

Milele FM

Ramogi FM

Inooro FM

Jambo FM

Radio Maisha

Citizen Radio

Sep-19 Aug-19 Jul-19 Total

OF 66

OVERALL ALLOCATION BY INDUSTRIES

The overall advertising spectrum has been posting multidirectional shifts in terms of ad spends, with a specific incline in the previous quarter. The ad expenditures then declined by 9% in Q1 2019/20. This shift is largely attributable to the tussles in the Betting and Gambling Industry, which has posted consistent declines through the quarter. High advertising of Shabiki brand campaigns in the month of July influenced the overall advertising space of the quarter, which saw the Betting and Gambling industry remaining the top industry of the quarter (there was, however, unidirectional declines in the industry’s ad spends allocations month-on-month). Safaricom’s Skiza Tunes and RMS’ Viusasa campaigns were also highly advertised, influencing the dominance of Communication and Media industries. Table 1: Overall Industry Advertising Spectrum

Overall Advertising Trends (Jan – Sep) Fig 1 below shows the seismic movements of the advertising trends, which rose consistently through to mid-year and then declined before rising and declining again is a sigmoidal pattern. The trends are greatly influenced by top industries in the advertising space (See Above). Before the sports betting impasse, the Betting and Gambling controlled about 30% of the overall advertising spends in the Kenyan media space. Figure 1: Year to date Advertising trends.

ALLOCATIONS BY MEDIUM

Generally, electronic media are preferred for advertising, with an especial inclination towards Radio. The radio platform has higher audience rating point, hence reaches a higher audience share as compared to other media. Radio also offers leverage in its higher geodemographic presence, as well as wide array of advertising descriptive edges (ad types). Generally, the world is experiencing paradigm shift to enhance inclusivity across domains, hence regional stations are highly utilized to advance campaigns to enhance sensitization as well as brand mobility across regional topographies, in order to par with their urban counterparts who have higher exposure chances.

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

Jan Feb Mar Apr May Jun Jul Aug Sep

Ad

Spe

nds

Allo

catio

n (M

illio

ns)

Radio TV

OF 66

Figure 2: Overall Ad allocations by medium

TELEVISION

FTA and Pay TV categories observe similar audience patterns whereby Audience numbers grow as the day progresses with the 1900hrs to 2200 hrs window being prime time on FTA channels, while late-night sporting activities influenced the self-relative spike in viewership on Pay TV platforms. Figure 3: Overall TV Audience Trends by Time Slots (FTA and Pay TV)

0 2 4 6 8

10 12 14 16

00:

00:0

0 -

00:

30:0

0 -

01:

00:0

0 -

01:

30:0

0 -

02:

00:0

0 -

02:

30:0

0 -

03:

00:0

0 -

03:

30:0

0 -

04:

00:0

0 -

04:

30:0

0 -

05:

00:0

0 -

05:

30:0

0 -

06:

00:0

0 -

06:

30:0

0 -

07:

00:0

0 -

07:

30:0

0 -

08:

00:0

0 -

08:

30:0

0 -

09:

00:0

0 -

09:

30:0

0 -

10:

00:0

0 -

10:

30:0

0 -

11:

00:0

0 -

11:

30:0

0 -

12:

00:0

0 -

12:

30:0

0 -

13:

00:0

0 -

13:

30:0

0 -

14:

00:0

0 -

14:

30:0

0 -

15:

00:0

0 -

15:

30:0

0 -

16:

00:0

0 -

16:

30:0

0 -

17:

00:0

0 -

17:

30:0

0 -

18:

00:0

0 -

18:

30:0

0 -

19:

00:0

0 -

19:

30:0

0 -

20:

00:0

0 -

20:

30:0

0 -

21:

00:0

0 -

21:

30:0

0 -

22:

00:0

0 -

22:

30:0

0 -

23:

00:0

0 -

23:

30:0

0 -

Mill

ions

Audiences on Free to Air Audiences on Subscription

AD SPENDS ON PAY TV On the Pay TV platforms SuperSport outlets dominate the coverage highly influenced by the high audience numbers during live games especially the English premier league. MultiChoice Kenya Ltd’s brand campaigns dominated the category ad scene during the quarter, as BetWay Betting Company and Airtel also consistently utilized the channels through the three months under review Figure 4: Pay TV Ad Spends Share

AD SPENDS ON FTA CHANNELS Citizen TV emerged as the top TV station across both PayTV and FTA channels during the quarter with “Safaricom Skiza Tunes” and “Viusasa” campaigns dominating in Ad volumes and consequently Ad allocations. With the paradigm shift that inclines the role of consumerism in brand visibility for businesses, the emergence of vernacular stations is explainable from the consumer-centric perspective; hence larger portion of the targeted niche is reached. Ideally, regional populace has a higher Radio consumption proportion as compared to the more affluent urban populace.

SuperSport Blitz Super Sport 3 Super Sport 7 Super Sport 2 Super Sport 1 Super Sport 5 July 90,635,710 7,209,220 27,985,440 11,195,340 4,817,150 648,870

August 35,174,560 17,414,730 6,130,880 15,993,220 3,576,970 1,926,850

September 25,618,310 24,474,420

91

7

28

11 5

1

35

17

6

16

4 2

26 24

0

10

20

30

40

50

60

70

80

90

100

Mill

ions

Ad Spends on Pay TV

OF 66

July saw KBC advance a lot of campaigns highly influenced by the exclusive rights to air the AFCON games that influenced its becoming the second most watched station during the month at 5.7% of TV viewership. Figure 5: FTA TV Channels comparison by Ad Spends.

ADVERTISING ACTIVITIES ACROSS THE DAY On Figure 6, it is identifiable that ad spends allocation has unidirectional correlation with audience behaviors, where the prime hours (1800 – 2200hrs) are the most potent as a lot of activities are witnessed at this hours highly influenced by the News bulletins and the nature of programming whereby most channels air Soap operas pre the 7 O’clock and the 9 O’clock bulletins.

Citizen TV KTN Inooro TV NTV Kameme TV K24 KTN News Kass TV Switch TV Gikuyu TV KBC Channel 1 Others

July 1,589,873,690 1,000,181,920 801,932,300 812,177,050 441,875,990 453,869,530 336,374,970 172,284,070 164,411,990 219,700,110 192,504,680 324,989,520

August 1,630,467,030 773,699,940 661,813,430 696,352,580 402,651,690 406,764,850 322,257,570 301,364,670 308,726,960 143,204,170 22,214,770 495,501,090

September 1,487,437,410 799,222,500 815,546,610 670,103,070 479,053,470 441,641,040 402,254,200 370,636,550 345,902,410 125,788,030 40,418,040 670,208,740

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

Mill

ions

Ad Spends on Free to Air TV

Figure 6: Trends of Ad Spends in relation to Ad Volume

TOP INDUSTRIES ON TV Broadcast media emerged as the most advanced sub industry on media Industry during the quarter fueled by the high advertising of the Channels whereas Viusasa was the most advanced brand on the industry attributed to the rigorous advertising on Royal media Platforms. In spite of the crackdown on the sports betting firms which influenced a decline in Betting and Gambling industry advertising scene during the quarter, the high allocations are influenced by Lotto’s and Tatau’s (both Lottery and gambling firms) rigorous advertising. Figure 7: Industry advertising on TV

0

2,000

4,000

6,000

8,000

10,000

12,000

0 200 400 600 800

1,000 1,200 1,400 1,600

00:0

0-0

01:0

0-0

02:0

0-0

03:0

0-0

04:0

0-0

05:0

0-0

06:0

0-0

07:0

0-0

08:0

0-0

09:0

0-0

10:0

0-1

11:0

0-11

12:0

0-1

13:0

0-1

14:0

0-1

15:0

0-1

16:0

0-1

17:0

0-1

18:0

0-1

19:0

0-1

20:0

0-2

21:0

0-2

22:0

0-2

23:0

0-2

Ad

Volu

me

Ad

Spe

nds

in M

illio

ns

Ad spends Vis a vis Ad Volume

Ad Spends Ad Volume

3,572 2,776

2,442 2,160 1,724

1,229 1,052 1,003 663 501

2,200

0 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000

ME

DIA

BE

TTIN

G A

ND

G

AM

BLI

NG

CO

MM

UN

ICAT

ION

FIN

AN

CE

PE

RS

ON

AL

CA

RE

HO

US

EH

OLD

FOO

DS

ED

UC

ATIO

N

PH

AR

MA

CE

UTI

CA

LS

BE

VE

RA

GE

S

OTH

ER

S

Mill

ions

Ad Spends

OF 66

TOP COMPANIES ON TV Safaricom Limited, the top advertiser on the platform during the quarter, advanced an array of campaigns with “Safaricom Skiza Tunes” being the most consistent campaign across the three months in terms of Ad allocations. Figure 8: Top 10 Companies

AD TYPES ON TV In a bid to create brand awareness different campaigns are advanced utilizing different Ad types or a fusion of different Ad types thus during the quarter Spot ad, which is basically a public notice describing or praising a product and at times where to find them, was highly utilized for brand visibility through the quarter.

1,590

1,409

930 799 744 701

626 579 521

367

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

Safaricom Limited

Royal Media Services

Lotto Reckitt Benckiser

The Standard Group

Tatua KCB Shabiki MultiChoice Kenya Ltd

Nation Media Group

Mill

ions

Top 10 Companies

Ad Spends

Figure 9: Ad Types on TV

OF 66

ADVERTISING ON RADIO

Breakfast shows enjoy massive listenership highly influenced by the high number of points of listening as most people are on the move. Figure 10: Overall Audience Trend on Radio.

AD SPENDS ON RADIO PLATFORM Radio remains the best platform for enhancing brand visibility among the virgin niches. The platform is highly penetrative and popular, unhindered by geodemographic factors, besides offering a wide array of advertising options, which sets it up as the most effective platform for advertising. Vernacular stations were highly preferred for visibility during the quarter largely influenced by their specific target audience and penetration especially in the rural areas. The general perspective of inclusivity influences the emerging presence of Vernacular outlets in the media space.

0 2 4 6 8

10 12 14 16 18

00:

00-0

0:29

0

1:00

-01:

29

02:

00-0

2:29

0

3:00

-03:

29

04:

00-0

4:29

0

5:00

-05:

29

06:

00-0

6:29

0

7:00

-07:

29

08:

00-0

8:29

0

9:00

-09:

29

10:

00-1

0:29

1

1:00

-11:

29

12:

00-1

2:29

1

3:00

-13:

29

14:

00-1

4:29

1

5:00

-15:

29

16:

00-1

6:29

1

7:00

-17:

29

18:

00-1

8:29

1

9:00

-19:

29

20:

00-2

0:29

2

1:00

-21:

29

22:

00-2

2:29

2

3:00

-23:

29 M

illio

ns

Fig 11: Ad Spends Share by Stations

ADVERTISING ACTIVITIES ACROSS THE DAY Breakfast shows and Evening Drive shows remain to be the most potent time blocks on radio influenced by the high contact, as a large portion of the populace is the communizing working class. Figure 12: Ad Spends vs Ad Volume distribution across the day by Time Slots

Kass FM Ramogi FM Inooro FM Citizen Radio Kameme FM Chamgei FM Radio Maisha Hot 96 Muuga FM BAHARI FM Others

July 631,827,600 486,169,500 572,971,710 470,509,620 374,981,740 424,828,340 366,854,690 368,635,560 335,926,950 246,664,880 2,486,012,440

August 707,571,670 548,670,560 466,035,470 431,190,580 383,564,160 397,966,930 362,713,310 419,271,570 348,846,160 246,440,610 3,130,668,640

September 713,762,030 450,393,370 384,081,170 483,149,080 419,696,040 348,519,780 413,625,520 352,053,130 301,342,130 216,066,050 3,107,194,030

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Mill

ions

Ad Spends on Free to Air Radio

-5,000

0

5,000

10,000

15,000

20,000

25,000

-500

0

500

1,000

00:0

0-00

:29

01:0

0-01

:29

02:0

0-02

:29

03:0

0-03

:29

04:0

0-04

:29

05:0

0-05

:29

06:0

0-06

:29

07:0

0-07

:29

08:0

0-08

:29

09:0

0-09

:29

10:0

0-10

:29

11:0

0-11

:29

12:0

0-12

:29

13:0

0-13

:29

14:0

0-14

:29

15:0

0-15

:29

16:0

0-16

:29

17:0

0-17

:29

18:0

0-18

:29

19:0

0-19

:29

20:0

0-20

:29

21:0

0-21

:29

22:0

0-22

:29

23:0

0-23

:29

Ad

Volu

me

Ad

Spe

nds

Mill

ions

Ad spends Vis a vis Ad Volume

Ad Spends Ad Volume

OF 66

TOP INDUSTRIES ON RADIO Similar to TV platform “Safaricom Skiza Tunes and Viusasa” were the most advanced campaigns on Radio, influencing the high allocations on Communication and Media Industries respectively during the month under review. Rigorous sensitization of the public on “New Generation Bank Notes” catapulted Finance industry’s Ad allocations during the months of August and September. Figure 13: Industries ad spends allocation on Radio.

4,150

3,765

3,297

2,354

1,453

891 816 794 587

414

2,877

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

COMMUNICATION BETTING AND GAMBLING

FINANCE MEDIA STATE BODIES AGRICULTURE FOODS EDUCATION BEVERAGES PERSONAL CARE OTHERS

Mill

ions

Top Industries Ad Spends

TOP COMPANIES ON RADIO Shabiki emerges among the top companies during the quarter having been exclusively advanced on Royal media stations. Figure 14: Top advertisers on Radio

4,24

4

1,81

7

1,69

4

1,48

8

749

614

606

597

308

295

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

Safaricom Limited

Shabiki Royal Media Services

Central Bank of Kenya

KCB Lotto Tatua Pwani Oil Limited

Barclays Bank

Co-operative Bank of Kenya

Mill

ions

Top 10 Companies

Ad Spends

OF 66

AD TYPES ON RADIO Radio boasts of Ad types such as presenter mentions that encourage engagement with the listeners hence the high utilization of such means to reach the consumers. Figure 15: Radio Ad Types

PROGRAM CATEGORISATION

Among the select TV stations, Local content dominates the air space as more stations embrace more local dramas and engage in current affairs debates. Figure 16: Content Split

Audience-Measurement-and-Broadcasting-Industry-Trends ...

Documents

Transcript of Audience-Measurement-and-Broadcasting-Industry-Trends ...